MOTIVATION DIFFERENCES BEHIND KNOWLEDGE SHARING BEHAVIOR AMONG INSTAGRAM FOOD BLOGGERS IN BANDUNG

• Main Author: Parihah Nurasiah, Sofa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57716
• Institution: Institut Teknologi Bandung

Since becoming a "pop culture" for the millennial generation in sharing information and knowledge, social media has been able to open opportunities for culinary industry players, especially restaurant owners and food bloggers, to collaborate using social media to achieve mutually beneficial goals. Food bloggers uniquely connect restaurants and consumers through culinary product reviews, categorised as knowledge sharing. However, the difference in the motivation behind the knowledge-sharing process raises questions about the practice of knowledge sharing that is carried out because of monetary motivation and non-monetary motivation. Following that question, this study aims to understand the motivation behind knowledge sharing activity and sustainability carried out by food bloggers as knowledge contributors. The data were obtained using in-depth interviews with several food bloggers in Bandung, Indonesia, focusing on their experiences as food bloggers. The phenomenological analysis is then used to reveal the essence of their experience related to motivation to become a food blogger. It is revealed that none of the food bloggers have pure monetary or non-monetary motivation. Both motivations emerge and have their respective impacts. Monetary motivation allows food bloggers to experience knowledge-sharing processes and behaviour adjustments due to cooperation with restaurant owners. In contrast, non-monetary motivation enables food bloggers to carry out knowledge-sharing processes and behaviours independently. This research enriches the previous studies on knowledge sharing behavior and motivation by presenting an analytical perspective from the food bloggers’ point of view in utilizing social media.